Usually, when you go to a website, you’re doing so with a purpose in mind. There’s information you want to find, something you want to sign up for, or something in particular that site has that you want to utilize.
But there are also probably times when you’re not easily able to find what you're looking for. When that happens, it’s usually because of an ineffective homepage. But when it comes to your business, it doesn’t have to be that way.
Imagine stepping into a well-organized online storefront instead, one where everything is easy to find and compellingly presented. Now that's more like it!
It’s not just about good looks or ease-of-use though; we're talking about your company's first impression—its digital handshake if you will. A great homepage doesn't just look nice—it also signals what you sell with clarity.
Ready to turn your webpage from cluttered mess into an engaging, effective hub? Here’s what you need to know—and the factors you need to consider—to make sure your website visitor journey goes off without a hitch.
Crafting an Effective Elevator Pitch
When someone arrives on your business’ homepage, they should be able to tell immediately what you’re about. Do you sell luxury cruises or adventure treks? Make that clear. Do you cater to honeymooners or retirees? Add messaging that indicates this fact.
To craft this message, think about who your customers are and what they need from their travels. Then boil it down into one clear, concise sentence that gets straight to the point.
Specialization and Its Role in Business Identity
When you’re creating your business identity, you should do your best to make it three dimensional. It’s not just a label or emblem, it's the essence of who you are and what you’re trying to accomplish. Your homepage needs to help establish your bonafides and convince someone why they should choose you to be their travel advisor.
To that point, be sure to be specific and confident when talking about what you’re best at. It might not seem like much, but the words you choose and the way you present yourself can go a long way. They might subconsciously file a phrase they see on your site, and it’s this type of note that can lead to you making a sale.
User Experience and Navigation on Your Homepage
When you go to a grocery store, your goal is probably to be as efficient as possible. But even with the best intentions, if the store isn’t laid out properly or things aren’t shelved where you expect them to be, you’re going to spend a lot more time than you planned or wanted to.
Your business’ homepage is no different. Visitors to your site must be able to discover what they're searching for in a jiffy, just like at an actual store. That’s why navigation and user experience, or the way people encounter and move through your website, play a key role in ensuring visitors can find what they need quickly and easily.
Think of user experience as the overall feel a visitor gets when interacting with your site. It's about making sure everything works seamlessly together, from page load times to how easy it is to get around. The smoother the journey, the more likely users are to stay engaged.
Everything Is Connected
A well-constructed website has a certain “flow” to it. It might be strange to think about it this way, but each piece should connect to the next in a way that is easy to understand and provides visitors the information they need to make an informed buying decision. Your site should have imagery that reflects what you sell. It should also be placed on the appropriate areas on your homepage—pleasing to the eye, but not too distracting.
This can be a hard balance to strike, but there’s no need to stress too much about it. You’ve been on other business’ websites before and probably noticed what you liked and didn’t like. Take that into consideration and construct your website within these paramaters—you just might pick something up.
Leverage Testimonials
Another important element to include on your homepage: customer testimonials. Posting direct feedback from previous clients is a way to signal that customers will be satisfied when they book with you. Testimonials and reviews are a form of social proof, acting as persuasive tools for potential customers.
Just as with other elements of your homepage, emphasize quality over quantity. You don’t want to litter your homepage with testimonials—a few will suffice. Overall, the more glowing the feedback you include, the better opportunity you have of drawing in new customers.
Prioritize Homepage Updates and Refreshes
The state of your business at the beginning of the year might change by the end of the year. So it makes sense that your homepage adjust along with you. You want your hom page to always be as up to date as possible—if you sold a lot of cruises but have pivoted to land tours, it wouldn’t make much sense for your homepage to continue to market your services in cruises.
Regular updates not only keep things fresh but also let visitors know what you're currently offering. Consider it an invitation to take a closer look, like redecorating astorefront window.
Making regular changes helps signal what you sell more effectively because it keeps content relevant. And ultimately, when it comes to being a travel advisor, being relevant, efficient, and timely is the name of the game.